Leveraging. Digital Marketing. And Connecting With Healthcare Consumers. Presented by: Brandi Unger and Kirstie Hamel

Transcription

1 Leveraging Digital Marketing And Connecting With Healthcare Consumers Presented by: Brandi Unger and Kirstie Hamel

2 Who Amplified Digital is a digital marketing agency that helps local businesses connect with their target consumers. Our dedicated team of experts effectively utilize emerging technologies to amplify your brand. Whether your company needs to reach a niche audience, improve positioning on search engines, or achieve better engagement on social media, Amplified Digital will deliver your company s message to the right consumers at the right time. Your brand should have a strong online presence. Amplified Digital creates, plans and executes customized and affordable strategies to Amplify Your Company s Digital Presence!

3 Who Are We? Brandi Unger Digital Marketing Manager Brandi has spent over 13 years helping businesses online and in print. She served as an Advertising Director for a leading alternative newsweekly and spent two years abroad working with the Volvo Cars Global Fleet Sales division. Brandi strategizes and implements campaigns for businesses and organizations across the U.S. Brandi has been with Amplified Digital since it s launch. Kirstie Hamel Search Campaign Manager Kirstie is experienced all aspects of SEO, reputation & directory support, PPC Management, and conversion analysis. She is a Google Certified Partner in search advertising, display advertising, YouTube, Analytics, and Google Shopping. Kirstie specialized in search campaign management for legal and healthcare practices.

4 Mobile & Desktop Leveraging Digital Marketing & Connecting With Healthcare Consumers Tracking Results Social Searching For Health Care Search Engine Breakdown What Consumers Are Seeking Content Agenda The Digital Audience

5 Digital Migration Consumers are rapidly migrating away from traditional methods of finding information. In the past, it was enough to have a listing in the yellow pages or advertise on local media, but this is not enough to reach the tech savvy consumers of the 21st century. What are they doing instead? They are actively seeking information online to find solutions to their problems. 90% 40 HOURS PER MONTH spent online for users 15+ of the population are ACTIVE INTERNET USERS 99.5% of households own at least one computer In 2014, nearly 90% of the population in the United States were active internet users, and 99.5% of households owned at least one computer. Not only are consumers of all ages using the internet at increasing rates, they re spending huge amounts of time online. Internet users over the age of 15 spend nearly 40 hours online per month - the equivalent of a full time work week for the average American. How does this increasing digital audience affect the way that healthcare professionals are marketing to consumers?

6 Audiences are turning to the web, but the average healthcare marketer still uses traditional means to reach consumers when compared to non-healthcare marketers. 28% of marketers use print newsletters compared to 43% of healthcare marketers. When it comes to publishing in the digital landscape, 74% of all marketers use blogs compared to only 58% in healthcare. The moral of this story, is that healthcare marketers are using traditional advertising models that are being abandoned by marketers in other industries. What s more, these old school methods are typically more expensive and less targeted than integrated digital solutions. 52% OF HEALTHCARE MARKETERS use Whitepages 58% OF HEALTHCARE MARKETERS 74% of all marketers use online blogs 47% OF HEALTHCARE MARKETERS 35% of all marketers use print magazines Marketing Distribution

7 As users migrate to digital communication, marketers can t ignore the rising number of smartphone users. In 2014, the number of global smartphone users surpassed the number of desktop users. 61% use their phones to search every day 56% of the US population own smartphones In the US, 56% own at least one smartphone, and 61% use those smartphones to conduct searches every day, and 83% of smartphone owners do not leave home without their phones. People now have access to digital resources anywhere at any time. With this mobile increase, it is no longer enough to have a traditional desktop website. Companies must make their website easily visible across all device types and sizes. Is your website optimized for mobile?

8 Mobile Responsive Websites Mobile Responsive Web Design (RWD) is a website design approach that allows a site to maintain its design while appearing in the appropriate format for all devices. Mobile responsive designs eliminate the need to pinch or scroll in order to view parts of a large web page on mobile screens. Responsive websites automatically appear in the correct size.

9 Responsive Advantages Flexibility Responsive sites offer the flexibility across devices. The website automatically resizes no matter what the visitor is using. Cost Effective Rather than hosting and updating two separate sites - mobile and desktop responsive sites can be managed and updated from one location. Google Value Responsive sites are easier for Google to crawl and index, and offer an improved user experience which influences search rankings. Site Speed Because they re adaptable and contained in one place, responsive sites load faster than desktop sites on mobile devices. User Experience Responsive sites are easier for users to navigate causing them to spend more time on your site finding relevant information.

10 Did You Know? Google notes sites as Mobile friendly in search results. If your mobile website does not load as fast or faster than a desktop site: 60% Will NOT return. 40% Will visit a COMPETITOR instead.

11 59% Consumers use digital options to find healthcare information. They re using mobile devices at increasing rates, and continuing to utilize desktops as well. On these devices, they re actively seeking information in a many ways. The last time they needed health or medical information, 80% of online health seekers say began at a search engine. 13% say they began at a health information website like WebMD. 2% started at a more general site like Wikipedia, and 1% started at a social network site like Facebook. of adults searched for health information last year 4 of 5 online health queries start at a SEARCH ENGINE Where do searchers start? 80% search engine 13% specialized health sites 2% general sites 1% social media Searching For Healthcare

12 Search Components PPC Organic To have the best chance at reaching the 80% who begin their healthcare quest on search engines, marketers must strive to own the search engine results page in all three potential categories: Organic, PPC, and Local. Organic, also called natural or regular results make up the majority of the page for most searchers. Advertisers can not pay for placement here. PPC, also called Pay Per Click or search ads, appear at the top and right of search results. Advertisers must pay to appear here. Local Local or maps listings are based on Google Plus, and allow searchers to easily discover contact information.

13 Organic Results Organic (also know as regular or natural) search results, make up the majority of the search engine results page for most queries. These results are determined by an algorithm deployed by Google and other search engines to determine the most relevant results for a user s query, and can be influenced utilizing SEO best practices. The organic results are highlighted in blue.

14 Search Engine Optimization To appear prominently in organic rankings, websites must incorporate search engine optimization or SEO best practices. SEO seeks to provide accurate, relevant information to search engines for specific queries. SEO is the foundation of a long-term marketing strategy. There are many technical aspects of SEO including URL structure, page content, title tags, meta descriptions, image alt tags, and link building. These aspects are frequently segmented into two key elements: On page SEO and Off Page SEO

15 On Page Optimization On Page Optimization refers to all SEO adjustments made to the website itself. This includes a variety of techniques designed to cater both to the search engine algorithms as well as the user experience. Optimization efforts focus on cleaning up coding errors, incorporating optimized keywords, producing relevant and engaging content, and designing conversion paths. Off Page Optimization Off Page Optimization refers to all SEO adjustments made outside of the website. This is the area of SEO most commonly associated with link-building. It includes the creation and distribution of unique content and the building of network relationships. Off Page SEO requires large amounts of time and effort to execute successfully. There is no quick fix for this issue.

16 Once you ve completed site optimization and have a website that generates a positive user experience, the next step is to implement PPC or Pay Per Click advertising. The PPC results appear at the top and to the right of most search results. You can see them here highlighted in green. PPC Results

17 PPC Search Advertising While SEO is a longer-term approach. With PPC, your ads show up right away. Advertisers bid on groups of keywords and phrases related to the products or services they want to promote. PPC uses an auction system in which advertisers compete for position against other advertisers who bid on similar keywords. With the auction system, you only have to bid 1 cent more than the next highest bidder in order for your ad to appear above the next highest bidder, and you only pay when a click occurs. PPC offers targeting options to ensure your message is seen by the correct audience. For example, you can target a business to a country, state, or even a 5 mile radius from your location. Another option for ppc advertising is the ability to have one message during your office hours and have a different message for after hours.

18 Sample Keywords & Cost-Per-Click (CPC)

19 Local Listings The final component of the Search Engine Result Page is the Local section, or map listings (shown here in Orange). A local listing is an online profile that includes your business name and contact information. There are thousands of websites and directories on which local business owners can create free listings. Creating local listings improves your business visibility online. Each listing increases your chances of being found by customers. Many local business indexes share data with each other. It s important to provide consistent names and contact information to all of the local directories. Local listings are one of the easiest ways for small businesses or practices to take control of their digital presence.

20 Check Your local Health 72% of mobile searchers & 66% of tablet & desktop searchers are looking for businesses within a 5 mile radius of their location. moz.com/local

21 Healthcare searchers fall into two primary categories: Research (Information and Content) Support (Shared Experiences)

22 Provide specific information about treatments and services offered within your practice/facility. Information should be accessible, original, optimized for keywords, and easy to digest. 59% of adults looked online for health information 35% use the internet to self-diagnose 41% had selfdiagnosis confirmed by a clinician Content is King

23 Duplicate Content Duplicate content check: Copy and paste a sentence from a website into the Google search bar. The results will show all other sites with the same word-for-word information.

24 26% 24% turn to others with the same condition have read or watched someone else s experience The social life of health information is a steady presence in American life. In the last year... 24% have turned to others with the same condition. 26% have read or watched someone else s experience about health or medical issues. 16% have gone online to find others who might share the same health concerns. It s critical to have a presence on social platforms, and a well maintained reputation, so that you appear prominently to those seeking recommendations from others. Support On Social Media

25 Video Informs and Connects 71% of healthcare marketers currently incorporate YouTube into their digital strategies. This is critical, because YouTube is the second largest search engine in the world - second only to Google itself. YouTube now tops cable networks in reaching audiences between 18 and 35. Healthcare consumers search for professional reviews and testimonials. Nearly 50% were attempting to understand treatments and over 40% wanted general health information. After watching videos: 39% ----discussed the video with others 34% ----contacted a treatment center 30% ---scheduled an appointment 71% Healthcare marketers use video 44% wanted general information 46% researched treatments

26 There are many Targeting Options including Interest, Topic and Keyword, so whether you want to reach a general population or target your message based on video content being consumed, you can reach your ideal audience. TrueView TrueView ads allow viewers to skip ads after 5 seconds. This is good for marketers because you only have to pay for your ad when it s watched to completion. YOUTUBE While maintaining your own YouTube channel is important, YouTube offers solutions allowing businesses to run ads around YouTube content.

27 Viral Content Marketing There are many areas for healthcare marketers to capitalize on current events or viral topics. The ALS Ice Bucket Challenge was the social media-powered video challenge, where participants poured ice water on their heads and challenged others to donate. This viral phenomenon raised over $100 million during the summer of That s a 3,500% increase from the $2.8 million that the ALS Association raised during the same period in $100 MILLION Raised For ALS in 2014 $2.8 MILLION Raised In 2013

28 In addition to targeting people actively seeking health information, advertisers can also target people in their ideal demographics who are not searching. Advertisers can buy media across thousands of sites to optimize performance. Beyond having access to thousands of different websites, there are options to target advertising messages online to a highly relevant audiences including geography, demographic, content consumed, behavior and more. Let s say you re a Women s Health Center in Chesterfield, and want to promote Mammograms to women over 40 living in West County. There are ways to target the right people with an ad who fit in your target market based on location, age, gender, and even content consumed. Online display advertising is a great way to get your message in front of people who fit your target audience and create awareness for your brand. Advanced Targeting

29 Remarketing to past visitors Remarketing lets you show ads to people who have visited your website. When people leave your website, remarketing helps you reconnect by showing relevant ads as they browse the web, use mobile apps, or search on Google. Code is placed on the website, and tags visitors as they enter. As they browse other sites, they will be targeted with follow up ads. This is an opportunity to get back in front of a potential consumer with a special offer, branding message and a strong call to action. Consumers research multiple companies before making a decision, so it s important that you stay top-of-mind. Retargeting wows your users by ads on thousands of the most popular and reputable sites across the web, exclusively to those who have visited your website.

30 Healthcare Consumer Journey Now we know the various ways that visitors are interacting with your business, and how you can effectively target them online. From search, to print publications, to TV, and even personal conversations, consumers are interacting with your brand at multiple points before becoming loyal customers. As a marketer, it s critical to interact with your audience at as many points as possible. There is no one specific consumer journey. It s a long, winding road with many touch-points - all leading up to the ultimate conversion.

31 Tracking Results With all of the highly targeted traffic you re driving to your website, you must begin tracking results. Without analytics, marketers are essentially tossing these targeted visitors over a brick wall, with no idea what happens to them on the other side. Advertisers should monitor conversions and goals. These are actions that visitors take on your website, how they engage with your social media and how they interact or share your content. This can be achieved with Google Analytics as well as social media platforms. Site Visits Office Visits Forms Social Media Phone Calls

32 Get Started Today Manage Social Engagement Develop Fresh Content Check Local Listings For a free evaluation of your online marketing presence, contact Brandi Unger today! Phone: brandi.unger@amplifieddigitalstl.com